winner: best use of direct mail
TRANSCRIPT
© M
icro
Med
ia®
201
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Case: Light Bulb Changersfor Fujitsu Finland
by MicroMedia
Katri Järvi
CEO, MicroMedia Oy, Helsinki
© M
icro
Med
ia®
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2
• B2B Marketing since 1978
• Sales Director´s Best Friend
• 70 employees
• Planning and Execution
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1. Mervi & Kimmo
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Legacy Modernization
• Complicated and technical procedure
• Business oriented decision makers
The Aim was…
• to get 35 client meetings and
• to increase awareness of not only this service
but Fujitsu’s application services in general
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Healthy criticism…
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2. Simple and Straightforward Idea – the Light Bulb Changers
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3. Humbleness with Data
• List of top 200 companies in Finland
• Telescreening• from 200 to 100 companies• identifying and validating of
300 decision-makers:• CIO • CFO• Manager responsible for applications
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4. Commitment
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5. From Emotion to Ration– even though this is B2B
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6. Utilizing the VisualConcept
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7. Internal Marketing
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Target Group
Top 200 companies
Telescreening:
1. Right decision makers
2. Tailored speaks & offers
www campaign-
site
Teaser
Presenting The Fujitsu light bulb changers to the
target group
DM with LED Email
reminder
ATTEND AND WIN
BANNERS & BLOG
Integrated Campaign
Appointment
Booking
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Results Pipeline of 7 Million €
DM was noticed by
93%Hit rate:
84% meetings
Target group: CIO, CFO, IT-Managers
Company size: TOP 500
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Marketing During the Customer Lifecycle
AB
CD
E
Strateg
ic cho
ices
Target group segmentation
Lead marketing w
ithbrand support
Negotiation phase
marketing
Project phase m
arketing
Relatio
nsh
ip m
ainten
ance
and
lead g
eneratio
nCRM
Am
ou
nt o
f Cu
stom
ers
Investment / c
ustomer
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B2B Marketing for Better Sales
MARKETING STRATEGY
SALES STRATEGY
STRATEGIC CHOICES
AND OBJECTIVES
CLIENT MicroMedia
MeasurableResultsin Sales
DIALOGUE
CREATIVE APPROACH
DATA
